For years, media companies have been trying to assess the reaction to their content and advertising among social-media users in a quantitative way. But they’ve been frustrated with the limited capabilities of “sentiment analysis” tools that capture only general positive or negative attitudes — with questionable accuracy.It's like SABR metrics for human emotions.
Now Viacom thinks it’s finally found a buzz-monitoring tool for social chatter that’s “on fleek.” The media conglomerate’s Velocity integrated marketing and creative content arm has teamed with technology startup Canvs, which categorizes social-media comments into 56 emotional categories and uses a dictionary of 4 million words and phrases keyed into millennial slang and social-media shorthand.
"Can't believe that got a 56 OMG."
"I know, but it's also only a 37 LOL."